Background and Challenges
Founded by a group of exceptional alumni from Hanoi University of Agriculture, the Saber Fruits brand was developed with the objective of bringing to Vietnamese consumers the freshest, and safest Norther fruits from farm to plate.
Other fruit labeling can be found in the market place; but all are characterized by stereotypical motifs: cone hats, vietnamese female farmers, vegetable shapes, and so forth. We needed a brand that could double as a product sticker and communicate what it stood for at the same time.
In collaboration with HATCH! PROGRAM, ABLINK lead the start-up to develop its brand strategy, positioning, naming, and core identity. A saber is a type of knife, and the cutting of fruit is just short of a religious ritual amongst Vietnamese; for this reason, the clean outline of a simple, round fruit, with an off-set "slice" incorprating the name, make this a unique and recognizable mark in the retail setting.
Saber Fruits enjoys sell-out crops and struggles to keep up with demand, supported by its recognisable mark of quallity that we created. The farmers are seeking additional plots of land to lease, to grow up a fruit empire. Land owners, contact HATCH! PROGRAM if you can help Saber Fruits!